Fido and Fluffy have joined the tech revolution, as a growing number of consumers are spending big bucks on technology to keeps tabs on their pets and improve their quality of life. From health monitoring devices to automated dog doors and feeders, pet technology — or “pet tech” — is emerging as a growing source of revenue in an ever-growing pet market. Competition among brands seeking to get their products in front of pet owners is growing fierce.
A relatively new business segment, the pet technology market is already expected to reach $9.31 billion in sales in 2024, and could grow to over $56.59 billion by 2036, according to data from ResearchNester. And retailers and brands in the pet sector are eager to connect with all those tech-savvy pet owners out there.
That’s where Advantage Solutions can help, with its menu of omnicommerce services and end-to-end, shopper-centric marketing solutions, says Jason Katz, senior vice president of strategic planning at Advantage Unified Commerce, a division of Advantage Solutions that provides omnichannel solutions across e-commerce, lifestyle and retail platforms.
Understanding the Consumer and Retail Trends Behind Pet Tech
“Millennials and Gen Z are increasingly choosing pets over children, influencing spending patterns and product offerings,” Katz says. “These groups are driving the growth in pet ownership, with a predicted 14% increase by 2030. Additionally, the humanization of pets is influencing spending, with pet owners prioritizing high-quality food and wellness products.”
Although the use of pet tech is more prevalent among higher-income households, Katz says its adoption spans all demographics. Whatever the situation, pet owners are becoming more reliant on technology to improve their pet’s quality of life and preserve their own emotional well-being.
“Pet parents that work full time out of the home are more likely to use pet cameras, allowing them to interact with their pets throughout the day,” Katz says. “Younger pet owners are more likely to utilize multiple pet tech devices, indicating the higher prevalence of tech in many aspects of their lives.”
And while pet owners who are single are more likely to focus on health monitoring devices, those who also have kids at home are using tech like GPS trackers and automated dog doors as integrated family and pet care solutions.
Tech Growth in Pet Care
According to AUC data, more than half of pet owners (56%) are actively seeking out a variety of tech tools to simplify their lives and enhance the lives of their furry friends. Among the tech enhancements growing in popularity today are:
- Health monitoring: Wearables like smart collars to track metrics and detect issues early
- Smart feeding systems: App-controlled, portioned meals with AI-driven adjustments
- Home automation: Temperature, lighting, and engagement tools controlled remotely
- Enhanced safety: GPS and geo-fencing to alert owners in real-time
- Social connectivity: Digital communities for pet sitting, events, and tips
- Sustainable products: Biodegradable and eco-friendly pet solutions
“Overall, the future of pet technology will focus on enhancing the quality of life for pets while providing owners with tools that make pet care easier, more informed and more connected,” Katz says.
How Advantage Can Help Brands Break Through
Brands and retailers can connect to these tech-savvy pet parents through partnering with Advantage in a number of ways, Katz says, including:
- Establishing brand-aligned tech partnerships
- Offering cross-merchandising and bundled offers
- Creating QR-enabled smart packaging
- Launching targeted loyalty and subscription programs
- Enhancing retail and e-commerce platforms for pet product discovery
“Our research reveals an opportunity for brands to engage with this growing market through shopper-centric brand building and omnicommerce excellence,” Katz says.
Beyond cool gadgets, brands can gamify the pet experience and build digital communities. “Brands can create apps that allow pet parents to track their pets, share experiences and earn rewards for engaging with the brand or purchasing products.”
“The opportunity isn’t confined to the pet aisle,” Katz adds. “Pet owners buy more categories across all types of retail than non-pet owners. Consumer and retail trends show that brands outside the pet space can tap into this lifestyle by aligning themselves with the values and needs of modern pet parents.”
